You know that satisfaction you get when you get the ratio of coffee to cream and sugar just right? Yeah, we get the same feeling when a campaign goes exactly as planned. We don’t just throw stuff at the wall and hope it sticks though; we really take the time to strategize and plan what media channels are going to be best for a client’s goals and budget. If you dare, read on to find out a bit more of what goes on in our heads when deciding on what to use and why. Disclaimer: it is a lot of math, but our calculators are our best friends.
What’s The Budget?
Our favorite “B” word.
In a perfect world, we’d be able to buy every media channel for whatever amount we wanted. Unfortunately, that’s not going to happen. Budget is one of our largest factors in determining what we can and can’t buy. Just like how we can’t walk into Gucci to buy the shoes and handbag with only $500; we can’t buy television, radio, and social ads if we don’t have sufficient budget to buy all of them.
Now we’re not saying it’s not possible; we’re just saying it’s not the smartest use of our budget. Each media channel really plays its own role and brings something different to the table. As media buyers, it’s part of our job to make sure each channel is being maximized without sacrificing its own individual performance.
Determine What Really Matters
Small things matter just as much as the big things, just as each media platform matters just as much as the other. Instead of trying to make a presence on ALL of them, figure out the two or three you need or want the most. It’s not always the newest platform in the game to yield the best results either. We always suggest doing research about each channel, and advise it even more if you’re willing to back it with some paid media. Creating a priorities list of what your goals are with a campaign is so important in making sure you don’t end up buying what you don’t need: almost like going to Target without a list and you end up walking out with the whole store. 🙂
As a media team we help filter out all the extra noise to make sure our clients are getting the best possible plan that fits their budgets. We know our clients’ products, customers, and journeys are all different. At JP, developing a media mix isn’t a “one size fits all” process since we understand they don’t work that way either. If you’re curious about how we can customize a media mix for your business, send us an email and let’s chat!
— CHRISTINA CHANN, Media Buyer